Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Tomas vanderplaetse Toerisme Vlaanderen

584 views

Published on

Presentatie Endorsed branding strategie op Destination'13

  • Be the first to comment

  • Be the first to like this

Tomas vanderplaetse Toerisme Vlaanderen

  1. 1. Endorsed branding Visitflanders26/04/2013Tomas Vanderplaetse @suntapes @visitflanders
  2. 2. Flanders?
  3. 3. Flanders: Art citiesBruges, Brussels, Gent, Antwerp, Leuven, Mechelen
  4. 4. Flanders: Belgian Beer
  5. 5. Flanders: Belgian Chocolate
  6. 6. Flanders: Cyclism & Flandriens
  7. 7. Flanders: Fashion
  8. 8. Flanders Fields & Ypres
  9. 9. Endorsed branding
  10. 10. Passionate communities
  11. 11. Different niche communities
  12. 12. Flanders is a festival!
  13. 13. #fiaf12
  14. 14. Goal #fiaf12:Increase awareness of Flanders as a festival destinationBring online influencers to Flanders to experience the festival scene & stimulate conversation about Flanders
  15. 15. Target marketsUKDenmark and SwedenFranceSpainItalyThe NetherlandsAustriaGermanyChinaUSAJapanIndiaRussia
  16. 16. Biggest blogtrip in the world 100 Bloggers from 13 countries Key influencers in music, travel, lifestyle, social media Personal program for every blogger: a unique festival experience +touristic tips
  17. 17. Selection ‘key influencers’ based on: Online reach and audience Used networks (Twitter, Instagram, Blog,Facebook, mix, …) Match #fiaf12 Personality & passion Location and languageBiggest blogtrip in the world
  18. 18. Biggest blogtrip in the world: effort
  19. 19.  Connection with bloggers as festival buddies Authentic stories about festivals & destination Happy bloggers & inspiration for their followers ‘Ambassadors’ for FlandersBiggest blogtrip in the world: return
  20. 20. http://www.brain-magazine.com/article/reportages/10817-Blog-Trip-en-Flandre
  21. 21.  Number of written blogposts: 257 (so far) Number of unique visitors: > 7.500.000 Total reach of blogposts: > 11.500.000 Number of Facebook fans of all bloggers: > 300.000 Number of Twitter fans of all bloggers: > 550.000Some numbers
  22. 22. Flanders festival express
  23. 23. Flanders festival express
  24. 24. Flanders festival express competition 279 people entered the competition 9.666 new FB fans 13.394 stories posted by11.904 different people Potential reach of 4.8 million
  25. 25. Flanders is a Festival@fiafexpressFlanders festival express
  26. 26. Flanders festival express Engagement on the page is 2.96%: 3 times theaverage interaction on facebook. Ambassadors for Flanders Earned media in Spain, Netherlands, Austria,Germany, Italy
  27. 27. Cycling in Flanders
  28. 28. www.cycling-in-flanders.com
  29. 29. Goal Cycling project:- Increase awareness of Flanders as an international cyclingdestination
  30. 30. - Movement rather than campaign (long term)- More focus on content to reach bloggers/keyinfluencers
  31. 31. Thank you!Tomas Vanderplaetse @suntapes

×